Artesa Financial Group

Artesa Financial Group, LLC is a registered investment advisor that has been in business since June 2010. Led by principal owner Frank E. Cannon, the firm provides wealth management services including asset and liability planning, investment advice, asset allocation strategies, and portfolio construction recommendations. Artesa Financial Group uses a risk-first methodology designed to balance personal investor concerns with current market risks. The firm primarily allocates client assets among mutual funds, exchange-traded funds, individual debt and equity securities, real estate investment trusts, and master limited partnerships. They also provide advice on accounts held away from the primary custodian, such as employer-sponsored retirement plans, utilizing platforms like Pontera. Additionally, certain supervised persons of Artesa Financial Group are licensed insurance agents and may offer insurance products through an affiliated entity, Asset Guardian, LLC, which creates a potential conflict of interest. The firm also maintains an affiliation with Artesa Consulting, LLC to recommend professional service providers such as estate planning attorneys and accountants.